I've been keeping a careful eye on our friends at Madecasse, the chocolate makers.
And it looks like I am not the only person who is keen to see them succeed - Seth Godin has also been writing about them in his blog posting the brand, the package, the story and the worldview... wondering what they should do to get the chocolate bars leaping off the shelves.
To start off, the product itself is pretty good. And so thinks the New York Times. But does the packaging say "buy me, buy me"? Like Seth, I am not convinced they've got it quite right.
A couple of one-liners to kick-off the debate:
"Why should people buy from you if you're the same as the competition? What makes you different from the rest?" and "Marketing is not a battle for the product but a battle for the mind of the customer".
So a few thoughts.
No-one disputes the quality of the product, at least not once they've tried it. But for Madecasse virgins it is tricky - they will buy either if recommended (in which case the packaging isn't so vital) or because the packaging entices them.
Currently the packaging doesn't make the chocolate leap off the shelves. It doesn't tell a story..., it doesn't scream "buy me"..., it doesn't say "Hey Mrs Green Deli Shopper I am the one you want"...,
The back story is so fantastic that I think Madecasse are being too modest and shy. For specific shoppers (green/organic/chocoholics/environmentalists/third worlders) this chocolate should be "the only one... Why would I want to put money in the hands of the global capitalist scum when I can give it direct to the workers via Madecasse?".
This business should run and run and run.
BUT even though they have the power of a great product and the power of a great back story and the power of a great vision for the business... they still have to get the marketing right.
So, two things to do:
- Get the packaging spot-on. Identify your specific market niche - get it sorted and sell specifically to them
- Work the word-of-mouth marketing systems. In this world of Twitter, FaceBook, YouTube and so on you need to get your raving fans to help you sell your story.
Madecasse have such a brilliant story to tell (like Hobbs House Bakery - great history, great provenance, great product, great story, brilliant product) that they deserve every success.
Launching a Business With a Cause - Quick Update - blog article
Launching a Business With a Cause - articleMadécasse - and you can get their chocolate in the UK
Hobbs House Bakery and Directors' Centre - video
"Rob -- You couldn't be more spot on with your observations about differentiating Madécasse from the crowd of other chocolates in the market.
ReplyDeleteWe've had consumers tell us they would have never known our social mission if they hadn't picked up our bar for other reasons (quality, elegant packaging, etc...). You'll be glad to know that you, Seth Godin and feedback from other people have convinced us that we need to communicate our social impact on the front of our packaging.
Thanks for taking the time to break down our brand so we can build an even stronger relationship with our customers.
- Brett, Madécasse co-founder"
Available at Wholefoods Market. And yes you are not aware of the fairtrade-type credentials.
ReplyDeleteAmanda
It's very noble of Madecasse to have adopted, and stuck to, this way of doing business. However, it does help if the taste matches the message. Nice chocolate, but dare I say, not the best tasting of the Fair Trade, organic bunch.
ReplyDeleteNow that "Rob" Craven and Seth Godin have mentioned them in dispatches, does this mean that Kraft will be looking to take over Madecasse?
Which brings me to my question, what would Brett Beach do if offered a significant sum from Kraft to sell, today? Can he tell us?
Have a look at the old post at
ReplyDeletehttp://robert-craven.blogspot.com/2007/09/small-giants-companies-that-choose-to.html
see review at
ReplyDeletehttp://www.highlowfooddrink.com/2010/07/fancy-food-fair-in-nyc.html
Hi Andrew -- It's Brett here. I think the most challenging part of building a business is aligning on goals and business values with partners / investors. From my experience, the reality is that it is very difficult to grow an inventory-based business without partners and they must be chosen carefully to keep the core values of the business.
ReplyDeleteThis means that the Madecasse partners would respond to an offer and it would not only be my decision. We are not building to sell, but my personal decision about how to handle any offer would be to consider the terms. Would the operation produce in Madagascar, pay above Fair Trade for cocoa, respect the Madecasse core values?
Ultimately, I believe that the consumer is the best protection against changes to a brand. If the customer insists on certain standards (a certification, for example) then whoever owns the company must respect that standard to be successful. Our goal is to attract consumers who will have the highest standards when it comes to social impact and quality. This, we hope, will protect the brand against a change in course, whether it be in 10 years of 50.
- Brett
have a look at
ReplyDeletehttp://robert-craven.blogspot.com/2007/09/small-giants-companies-that-choose-to.html
about companies that choose to be great rather than big
The crux of the argument is:
ReplyDelete"Currently the packaging doesn't make the chocolate leap off the shelves. It doesn't tell a story..., it doesn't scream "buy me"...,"
and would a re-brand/re-package improve things? or make things worse? The market will tell you in the fullness of time.
I agree that the back story is fantastic for specific shoppers... it should be "the only one" for your target market.
Let's see what Brett comes back with and whether it works...
Debbie
Fascinating this one. Great to read Brett's view. A real 'watch this space' case study.
ReplyDeleteI am not sure of your specific market (fully understand your definition and characteristics) is the true target.
Big High Five to Robert and his team. They work with the Big Boys (Barclays et al) and they work with the sustainable, green businesses. The two are mentioned with ease in the same sentance.
ReplyDeleteRC et al succeed in getting the two ends of the spectrum to come together in a positive and nurturing environment. Everybody wins.
Marjory
ReplyDeletePoint taken - the target definition quoted is only a loosely put together set of attributes. In no way definitive. I am sure that someone actually in the industry has a much better and research-driven set of segmentation characteristics.
neat video. neat marketing. shame about the wrapper,
ReplyDeleteJerry B
see
ReplyDeletehttp://www.smarta.com/advice/starting-up/how-to-start-a/how-to-make-it-big-in-chocolate
And now they get awards...
ReplyDeletehttp://www.foodandwine.com/articles/40-big-food-thinkers-under-40
And now they get awards...
ReplyDeletehttp://www.foodandwine.com/articles/40-big-food-thinkers-under-40
Available at Wholefoods Market. And yes you are not aware of the fairtrade-type credentials.
ReplyDeleteAmanda
have a look at
ReplyDeletehttp://robert-craven.blogspot.com/2007/09/small-giants-companies-that-choose-to.html
about companies that choose to be great rather than big
Hi Andrew -- It's Brett here. I think the most challenging part of building a business is aligning on goals and business values with partners / investors. From my experience, the reality is that it is very difficult to grow an inventory-based business without partners and they must be chosen carefully to keep the core values of the business.
ReplyDeleteThis means that the Madecasse partners would respond to an offer and it would not only be my decision. We are not building to sell, but my personal decision about how to handle any offer would be to consider the terms. Would the operation produce in Madagascar, pay above Fair Trade for cocoa, respect the Madecasse core values?
Ultimately, I believe that the consumer is the best protection against changes to a brand. If the customer insists on certain standards (a certification, for example) then whoever owns the company must respect that standard to be successful. Our goal is to attract consumers who will have the highest standards when it comes to social impact and quality. This, we hope, will protect the brand against a change in course, whether it be in 10 years of 50.
- Brett
congrats - Our friends Madecasse at #50 in Fast Growth's Top 50 Innovative companies http://bit.ly/hKfYPe
ReplyDeleteYeah - well done
ReplyDeleteGreat profile of our friends at @madecasse! @fastcompany :great slideshow! http://bit.ly/e1GMc4
ReplyDeleteNamed one of the 50 Most Innovative Companies in the World for "building a chocolate company in one of the poorest countries in the world."
ReplyDeleteMarch, 2011 - 50 Most Innovative Companies, Fast Company